My colleague Mackenzie and I are responsible for Blakely‘s monthly internal campaigns. They’re internal marketing campaigns, really, meant to make our colleagues laugh, think, feel supported, or get inspired.
May’s internal campaign says: Brace yourselves… Year-End is coming.
Year-End?! What?!?! It’s early May!!!
I hear you. We thought Christmas in July was crazy, but the truth is that if you’re planning on doing an integrated, year-end campaign that starts with your holiday mailing and ends with your final e-blast on December 31, it’s time to start thinking about it. Seriously.
Why does year-end matter so much? First and foremost, this is when donors think about charitable giving the most. They’re in the giving spirit thanks to the holiday time period — they’re thinking about family and time together, and maybe they’re feeling really grateful for what they have, and a little emotional about those in need.
And even though at the end of the day donors are not purely motivated by tax credits, it is an incentive to make your biggest impact when the calendar year is wrapping up.
What’s our role as fundraisers? Since we know where donors’ heads are at, it’s time for us to be out there — reaching the right audience at the right time with the right message. That’s becoming increasingly difficult to do; there are more charities than ever competing for donors’ attention. We used to be able to send a beautiful holiday mailing to donors and prospective donors and that was that. Now that mailing can’t stand on its own; your overarching message needs to be supported on different channels shared in different ways to different audiences. It needs to be big, strong, powerful, and integrated.
So what do you need to be thinking about? It’s still early days in terms of planning, but here are some of the things you want to start pondering:
- Organizational Activities: You’ve heard me talk about the gin & tonic approach before, I think. It’s about mixing all the different departments at your organization so that you’re working together — for your donors’ sakes. Too often your marketing department has something totally different going on than you at year-end. See what you can do about aligning efforts so that donors aren’t seeing messages that don’t look like they’re coming from the same place. And if you can’t get marketing on board, ask them what they’re planning and see if you can align with it — as long as it’s not sacrificing donor experience, fundraising best practices, etc.
- Fundraising Proposition: Start thinking about what area of funding you want to put in front of donors. What’s your greatest funding need right now? What will inspire donors the most when they’re thinking about you? Whatever it is, it needs to be able to be shared across a number of communications on different channels, so you’ll want to be able to talk about it – and bring it to life – in a few different ways over the course of the campaign.
- Story: What story/ies are you telling to bring that fundraising proposition to life? How can you put it into context? Whose story will you tell? What will tug at donors’ heartstrings? Like the fundraising proposition, this story needs to be big enough to tell a few times in a few different ways, so make sure you have a good one — and lots of content to support it (interviews, videos, photos, etc.).
- Channel Strategy: The above speaks more to the creative strategy, but you’ve got to be thinking about how you’re sharing your message — is it mail only? Mail and email? Mail, email & landing page? Mail, email, landing page, video, Facebook ads, Google ads, Search ads, and a TV spot? Whether you’re keeping it simple, or getting your message out everywhere, start figuring out what that looks like, for the sake of budgets, content planning, and donor experience.
That’s it for now! Not too painful, right? But if you start pondering the above, you’ll get yourself into the year-end fundraising game. Brace yourselves… but we’re all in it together!
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy.
Click here to learn more about Maeve.